Digital Trail Promotes Wine Region to Global Audience

The Limestone Coast aims to further strengthen its world-renowned wine reputation through a new digital “wine trail” targeting the growing Chinese and US markets.

Wine enthusiasts will have information at their fingertips on the ultimate interstate wine trail when an ambitious digital design project is complete. Coonawarra wineries are among those who will feature on a state-of-the-art website expected to attract hundreds of tourists to the greater Limestone Coast region.

The trail will provide an array of tourist information for those travelling along the Great Ocean Road in hopes to lead them to the Limestone Coast which will also include other attractions across the region.

Trail project chair Peter Bissell said the committee encouraged Limestone Coast stakeholders to make a lot of noise about the project.

“The website will be accessible on mobile phones and the website will have all of the wine and other attractions on it beginning at the Great Ocean Road,” he said. “It will then commute through the Limestone Coast and go through to Kangaroo Island and the Adelaide-based wineries.”

The interstate project stemmed from Wine Australia’s global efforts to increase tourism across the wine region.

Mr Bissell said Wine Australia and the committee was focussed on self-drive tourists who will be able to change their itineraries easier.  “If there is more information available for wine and food as well as other attractions throughout the area that is also easily available online we can help drive more people through this area rather than turning around and going back to Adelaide or Melbourne,” he said.

“We have a two-month process with building the website and we are hoping that will be up and running either just before or after Christmas.“So far we have also conducted a research project with University of South Australia which looked into tourism around the region.”

According to Mr Bissell service providers have also been contacted in order to obtain feedback on what they believe should be included in the trail.

“This includes people across the border in the Grampians and other areas of Victoria,” he said. “We are also about to begin a series of training workshops to deliver tourism training for people in the South East and are currently hunting for a service provider to run those workshops.”

The overall project is expected to launch in March 2020.

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